Medical search should be popular think

Nowadays, all fields and areas are filled with the Internet era. As the place where information is aggregated, the Internet has also begun to be applied to the medical field. It makes people no longer have difficulty in seeking medical treatment by promoting transparent medical information and accelerating the flow of medical information. At present, the Nuggets website in the field of medicine has a good doctor, a vertical portal such as the 39 Health Network, a website of e-commerce providers like JD.com, and mobile Internet venture products such as Dr. Chunyu. However, in such circumstances, the demand for health information from users through the Internet has become more and more strong as the Internet products of the Nuggets in the field of medicine have become more and more attractive. The medical-related digital information More and more, but also very scattered messy, search engines as Internet information portal, to provide a specific medical search products will become a matter of course.

This year have been immediately launched drug search, Baidu and the State Food and Drug Administration to launch drug search cooperation. Baidu also recently launched the medical search aggregator page. Users search for cases, symptoms can check the hospital, doctors, cases and other authoritative information. Search results from the search medicine, good doctor and 39 health web and other vertical website content. The outside world is puzzled is that medical promotion is criticized by the outside world, medical search realized difficulties, why the major search engines also increase medical search input?

Most users are opposed to seeing any medical ad. In particular, false medical advertisements are more likely to "find their own lives" and, if they arise, they will arouse the indignation of all. The brutal reality that the medical search ad that was accidentally injured is that medical care has become a business. Where there is business, where there is promotion. TV stations, outdoor advertising, newspapers and magazines everywhere medicine-related promotion. With the increasingly close combination of the Internet and real life, it is the trend of the times for traditional businesses to go online. Medical companies are no exception. This also means that supporting the demand for network promotion is growing.

These online marketing needs are rigid and growing as the medical market matures. They must find a place to digest, there must be an exit. Medical promotion needs to go? As early as 2009, it was summed up blog promotion, word of mouth marketing and other 11 kinds of promotion methods. Although most people only know search engine advertising that is at the center of the media. There are extreme voices that search engines should not do with any medical-related ads.

After Baidu intensified the review of medical advertisements and raised the threshold, the medical problems and encyclopedic medical terms that became known once became the marketing positions of medical manufacturers. To stifle this trend, Baidu has limited access to some of the Encyclopaedia of Encyclopedia, and only certified experts can edit it. But this simply can not stop the pervasive medical promotion. In addition to search engines, there are a large number of "mid-range" companies in the traditional healthcare industry and search engines.

The middle page concept is Baidu raised at the Baidu Union summit in 2011. Middlepage companies help traditional businesses come online, aggregating vertical information and services, and then getting traffic from universal search engines to import users. Eventually, the middle page company resells the traffic to traditional advertisers twice. These middle page companies because of the site search function, the essence is a vertical search engine.

Coincidentally, they also have supporting medical promotion services. These companies want to survive, to profit, promotion is the most simple and direct, the lowest risk of monetization. Therefore, medical promotion needs can not be blocked. If Internet advertising can be done, middle page company's promotional services can be done, then the search for medical advertising is understandable. Do not forget search engine is a commercial product. When the legitimate needs of supporting the existence of search engines combine their own business characteristics and expertise to meet the user's search needs and back-end promotion needs, there is nothing wrong. The key issue to put an end to less-controlled medical advertising is in what form.

"False advertising" is the root cause of criticism of the search engine's medical advertisements. Chinese users have always been the best, and even IE can have 70% of the market sufficient to explain (according to CNZZ data, IE browser market share of 46.32%, excluding third-party shell browser, editor's note). But everyone still has a threshold of tolerance. False advertising is a zero-tolerance law in law. This is a "financial fortune" or "unconscionable" to make money things. The reason for the appearance of a fake medical advertisement is not a question of a product or technology of a search engine. But regulation. When the auction turns into a kind of auction, the keyword becomes an expensive marketing resource, and there is no effective supervision, the above black interest rent-seeking is the inevitable result.

Search engine self-regulation, there is no force.

Marx said that once the proper profits are made, the capitalists will be bold; with a profit of 50%, it will take the risk; for a hundred percent profit, it will dare to violate the laws of all people; and percentages Three hundred profits, it would dare to commit any crime, and even dangerous risk of hanged. Therefore, rather than oppose the search engine medical advertisement, it is better to promote the third party outside the search engine to establish the corresponding supervisory system. Government departments, industry associations, and even the mutual supervision of search engines, can make search engine medical advertising as close as objective, authoritative and real. If we change our name to the underground form, it is more likely to have a gray benefit. In that case, why not put on the table, under the supervision of the third party, justifiably done?

If you do not understand what I mean, you can look at the different attitudes of the Netherlands, Japan and China on the issue of "adult". In fact, it is also connected. Demand can not stop, sneaky that is hypocritical, but also endless. Of course, I hope I will never see any medical advertisements if I can. But is this possible? The only sin for profit-making products is not good product capital, the original sin is for profit, the goal of the enterprise is to create profits. However, in addition to money, businesses also need to have their own spiritual pursuit. Companies that target only for profit are hard to become great businesses.

A company's product clusters have different positioning, both the core products of cash cow, but also because of social responsibility, basic research, corporate strategy and other considerations allow the existence of non-profit products. Medical search, it is a consideration of corporate social responsibility. As a people's livelihood product, the essence of commercialization is the way to balance. There needs to be a balance between the needs of users, the business interests of companies, the interests of shareholders, customers and partners. Especially in the oriental culture, in addition to doing things legal and reasonable, but also adore. Enterprises and products need to take into account the user's feelings.

1, service that is marketing, service and then cash

It is a universal wish to wish everyone healthy and safe. But this is not the case. In the environment of serious ecological damage, worrying environmental conditions and modern life, human beings rely more on the pharmaceutical industry. In the eyes of many people, this is a fall industry. But everyone can not do without it. The value to which the profession is subjected is not the same as the value it creates. In addition to the midst of the information gap and accumulated over time, there is a disproportionate distribution of values. Of particular importance is the multiple intermediate links that exist between health care providers and patients, fueling the deformity distribution of value.

Therefore, the medical industry, online and offline businesses need to think about how to reduce intermediate links with the Internet to directly better serve users? Pharmaceutical companies to break through the information gap, through the middle page companies and users to establish a connection, to achieve "to send service" , And then import the necessary users to the line. The middle page of Internet companies, search engines are doing their own information support, credit system maintenance services. The government is top-level design and supervision. This is a more reasonable division of labor. Therefore, rather than going to think of how to profit, it is better to reflect on whether or not to do a good job of their own products, whether the service will be done.

2, do have feelings of the product

Medical search users are actually the weaker side. They use medical search products when they need help most. Therefore, in addition to using their own products, technology to provide humane, efficient, authoritative and safe service, but also to provide them with the help they can. Enterprises tend to spontaneously fulfill their social responsibilities before major disasters. However, the public need more to accumulate in the daily bit by bit. In fact, the field of health is where social philanthropy can play a major role. In addition to the medical service itself, medical search does not promote the spirit of corporate public welfare, to provide more meaningful public care services. Support to users who need help, even with the help of public opinion and communication influence, to attract social welfare resources and make them more efficient and transparent to those who need it. This is worth medical thinking.

3, release search engine's big data capabilities

Search engines can crawl web content in real time and collect user's search needs. Therefore, in the field of medical search, we can find out some high-value analysis conclusions and industry reports by analyzing the user search behavior and tap the changing trend of network information, to the regulatory authorities, non-profit organizations, scientific research units, medical institutions and ordinary users for reference. For example, Google found that certain search terms are a good indicator of the current status of the flu. So Google launched a public service in 2008: Google Flu Trends. Use the aggregated Google search data to estimate the flu epidemic. Has become a major source of flu warning information affecting the U.S. epidemic prevention departments, scientific research institutes, medical institutions and people.

Search engines have mastered the user's search requests forward and mastered vertical medical data backwards. Starting from the public interest, search engines can think about how to discover valuable social information from these big data. benefit society. The very beginning of search engines is to help people get information more easily and speed up the flow of information. In balancing the interests of users, companies, shareholders, partners and customers and other interest groups, if there are conflicts, the interests of users will always be in the first place.

When medical search is commercialized legitimately and reasonably, it must be kept in mind that it will not infringe upon users, mislead users, make products and services, and help those who need it to the best of their ability and ultimately achieve win-win results.

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